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The challenges of the digital communication strategy of an accountant

The challenges of the digital communication strategy of an accountant

  • You are probably one of the accounting firms that have understood that it is now essential to have a website. However, many professionals are content with the creation of this site and forget to think and prepare a real digital communication strategy. However without a complete digital strategy, your site may quickly become useless. This will make it difficult to attract new prospects. We take stock with you of the challenges and the strategy to adopt for optimal digital communication for a chartered accountant.

    What is the return on investment of a digital strategy?

    ROI is the financial indicator that allows you to measure and compare the return on an investment. This will help you determine the relevance of each operation implemented in order to select only the best. In the case of a digital strategy for chartered accountants, this return on investment must first of all have a qualitative aspect, that is to say that it must play in favor of the reputation and image of your cabinet.

    An effective digital communication strategy is built over the long term. So don't expect immediate results: patience will be one of your best allies. As an example, the ROI of social media is estimated to be the fact that a business will still exist in five years. To succeed in building this solid and sustainable strategy, you must not skimp on both financial and human investments.

    The second possibility is to measure your return on investment quantitatively. Here are several examples of measurable ROI:

    • Number of clients
    • Number of contracts
    • Traffic to your site
    • Number of clicks on your site
    • Number of qualified leads
    • Conversion rate
    • Number of views of your videos
    • Number of subscribers on your different social networks
    • Number of incoming calls, etc.

    Thanks to these indicators and according to the objectives that you will have defined beforehand, you will be able to precisely measure each communication action in order to be able to optimize them and avoid any unsuccessful financial investment.

    Digital strategy: pay attention to your reputation!

    Any digital communication action implemented will have an impact, positive or negative, on the digital reputation of your practice. The goal is, of course, that these benefits are positive! Who better than you to know that your profession of chartered accountant is governed by a large number of rules? Some of them, in connection with the acceptance and renewal of the assignment, may in particular lead the chartered accountant to choose to end the relationship he has with a client.

    When this type of decision is made, the accountant may find himself confronted with a dissatisfied client. The risk ? A negative opinion published on your firm, on social networks, a professional forum or on your Google profile, can damage the reputation of your firm. Your prospects and customers may worry and get a bad idea of your work, which can in a second time affect the morale and motivation of your teams. These comments do not reflect what makes your firm. The accountant must keep a regular watch on these comments and opinions in order to be able to answer them in all honesty and to preserve his notoriety. This work is fully part of your digital communication strategy.

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